Digital Magazine and Newspaper Editions: Best Practice Cases
� Very positive feedback has been received from advertisers using electronic blow-
in cards.
Lessons Learned
� Molloy feels that the next big step in digital editions is mobile devices, as
lawyers and law office employees are spending more time with their mobile
phones than on computers. American Lawyer, like other Texterity-powered
digital editions, has been available on the Apple iPhone and iPod touch since
July 2007. At this writing, ALM has had 979 total iPhone visits, 805 of them
unique. Because large law firms often issue iPhones to employees, there is new
audience potential here.
� To accommodate mobile devices, ALM plans to create digital editions that are
not exact replicas of print editions but are formatted somewhat differently,
utilizing larger text and an aspect ratio that is more appropriate for digital
devices.
Gilbane Group Conclusions
� The growing installed base of Web-enabled portable devices such as iPhones,
BlackBerries, Palm Treos, and Windows Mobile devices is leading to an
important market for digital editions among savvy professionals who are
spending more time with those devices than on their PCs. Publishers that want
to reach this highly lucrative audience should consider digital edition platforms
that are compatible with a maximum number of these devices and whose
providers track the constant stream of advances in mobile device technology.
� Reaching mobile devices goes hand-in-hand with the objective of reaching
readers in remote places while saving on distribution costs. With the right
digital edition platform, publishers can get both of these benefits in the same
package.
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©2008 Gilbane Group, Inc. http://gilbane.com
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